It all started with a cold phone call years ago.
I received a call from a person who got my iinformation from our mutual engineer contact. He was a potential client who was planning to replicate the new hotel concept in Toronto which was originated in Japan.
His vision was ambitious: to create a business in Toronto that caters not only to tourists but also to locals facing the housing crunch plaguing big cities like ours. It’s a reality many Torontonians know too well—skyrocketing rents, limited affordable housing options, and a growing need for short to medium-term stays as people navigate life transitions.
As I listened to his vision for the project, despite receiving his warnings about the tight budget and even tighter timelines, I was intrigued.
It was clear that the project was not just a “good business idea” for the client, but also a project which can have a positive impact in metropolitan city like Toronto.
The Initial Client Meeting
During our first physical meeting, I could sense him/his partner’s apprehension.
They had met with other architects who either quoted high fees or seemed uninterested in learning their unique requirements.
I knew I had to set myself apart. Besides, as a new business owner at the time, I was much more willing to take risks.
Instead of jumping straight into design ideas, I took the time to understand their project as well as business objectives they hoped to achieve.
Crafting the Proposal
Crafting my architecture service proposal was initially challenging due to my desire to tailor it precisely to their project and the founders’ values.
I couldn’t simply copy and paste from previous proposals. Moreover, determining the fee amount posed the biggest mystery I had to solve.
Eventually, I created a detailed proposal outlining the services, timelines, and left a blank space in the dollar amount section.
Understanding the critical role of the financial aspect in their decision-making, I wanted to ensure my proposal reflected both value and commitment.
I finally presented the “doller amount filled” proposal with focus on presenting innovative yet cost-effective solutions. (Even though I was not sure if my fee was “cost-effective” enough for them)
I suggested leveraging modular construction techniques to certain parts of the project to streamline costs and construction timelines.
Additionally, I proposed incorporating community spaces to foster guest interaction and maximizing natural light to enhance the welcoming ambiance.
His team responded positively—they recognized that I wasn’t merely designing a hotel but crafting a community hub that resonated deeply with their vision.
Building Trust Through Communication
After submitting the proposal, I anxiously awaited feedback from the potential client.
They had many questions—some about design specifics, others about our work methods—but curiously, they didn’t mention anything about the fee.
Knowing they were considering proposals from other architects added to the suspense. Despite the nerve-wracking wait, I was determined to nurture a relationship with this ideal client.
We engaged in multiple phone calls and email exchanges over the next three weeks, discussing various aspects of the proposal. It was one of the most anxious periods I’ve experienced as a business owner, particularly as a newcomer to the industry at the time.
Throughout the proposal process, I prioritized open and transparent communication. I provided regular updates, promptly addressed their inquiries, and proposed solutions to potential challenges.
The potential client valued this approach, seeing it as a testament to my dedication and interst in the project.
Facing Rejection and Lessons Learned
Ultimately, the client chose a proposal with a “significantly” lower fee, leaving the exact difference a mystery to this day.
Another NO today?
This decision struck a familiar chord, echoing past experiences where fee considerations played a pivotal role in outcomes.
As an architect, such moments of rejection based on pricing have been both challenging, instructive and also repetitive.
They underscore the delicate balance required in navigating between competitive pricing and upholding the value and integrity of my services.
This experience served as a poignant reminder of the ongoing need to refine my approach to pricing and proposal strategies.
It reinforced the importance of transparent communication and understanding client expectations, ensuring that each proposal not only meets budgetary constraints but also accurately reflects the quality and expertise offered.
From Non-client to Advocate
Years later, I was invited to their open house event to showcase their chosen design. They invited local businesses, potential clients, and community leaders.
During the event, the “non-client” spoke about their journey and, to my surprise, publicly mentioned my name, highlighting my dedication, creativity, and problem-solving skills during the proposal phase.
But the advocacy didn’t stop there. He introduced me to several key figures in the hospitality industry and personally recommended my services to other hotel operators and developers.
Becoming the Best Referral Source
Since then, the “non-client” and his team have evolved into one of our most enthusiastic advocates.
While I still harbour the hope of being selected for their project, I’ve come to appreciate the invaluable business lessons that only setbacks can teach.
Being endorsed by others has proven far more effective than singing my own praises—something I’ve grown to appreciate with an uncomfortable smile.
Receiving referrals/opportunities directed our way and also actively promoting our services based on their positive firsthand experience to their contacts has been surprising and positive outcome.
Their endorsement has been instrumental in meeting with other potential clients, ranging from innovative hotel designs to mixed-use developments.
This ongoing connections not only strengthen our professional relationship but also highlights the mutual trust and respect that has developed over time.
Final Thoughts
The journey from a hopeful proposal to cultivating a non-client into a staunch advocate began with understanding their vision, fostering open communication, and striving for excellence.
By aligning my designs with their values and exceeding expectations from the outset, I transformed this potential client into a formidable ally and passionate advocate of my work.
Who would have thought a random cold call could lead to such a rewarding partnership? Sometimes, the best projects—and relationships—emerge from negative outomes 🙂
Life Outside of Design Studio 